ENGLISH

Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice

By Enrique Bigné , Inés Küster , Asunción Hernández , Torpong Suemanotham , Natalia Vila (auth.) , Shintaro Okazaki (eds.)

Book information

Publisher
Gabler Verlag
Year
2011
ISBN
978-3-8349-3134-4, 978-3-8349-6854-8
DOI
10.1007/978-3-8349-6854-8
Language
english
Format
PDF
Filesize
3 MB (2929907 bytes)
Edition
1
Pages
490\482
Orientation
yes
Scanned
yes
Time added
2013-08-01 04:00:00
Marketing

Description

Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable value for advancing our knowledge.

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